Below is a face-to-face interview with Dane Fort, a representative of the California Fitness & Yoga leadership team, about this historic transition.
The greatest asset comes from the lessons learned.
After nearly 20 years of dominating the market, why did California choose such a drastic and risky "overhaul" instead of continuing to optimize its current model?
Dane Fort: Over the past 20 years, perhaps our most valuable asset has been all the mistakes, errors, and failures we've experienced.
Twenty years ago, Vietnamese people went to the gym simply for a yoga class, an aerobics class, or weight training. But today, their needs have shifted profoundly. They want a personalized solution, tailored to each individual. If we continue to operate with the mindset of previous years – that is, focusing only on expanding horizontally and opening as many branches as possible – we will fail. The foundation of wellness is trust, and to reposition ourselves, we must bravely break away from the old mindset.
Looking back on that journey, what was the fatal mistake that made him vow "never to repeat it"?
Dane Fort: It's the trap called "expansion." We used to believe that more clubs meant more profit. The reality was the opposite: the number increased, costs rose, but the core value for members was compromised. The hard lesson here is that businesses need discipline, focus, and adaptation to global wellness trends, instead of chasing after a large number of gyms.
He believes the industry is still operating with the mindset of previous years. So what exactly is the new vision he wants the entire industry to strive for?
Dane Fort: This represents a profound shift from "reactive healthcare" (treating illness only when it occurs) to "proactive healthcare" (preventing disease at its root).
During a recent field trip to a stroke specialist hospital in Can Tho , I witnessed a shocking scene. Every day, this hospital receives up to 1,200 stroke cases. Even more frightening were not just the numbers, but what the doctor, who is also the hospital director, told me: "Dane, 95% of those stroke cases are completely preventable from an early age."
That moment completely changed my perspective. If 95% of those life-threatening surgeries could be prevented with a healthy lifestyle and scientific exercise, then the future of fitness must be linked to proactive healthcare and holistic quality of life.
The trade-offs behind a paradigm shift.
What trade-offs are involved in transforming from a wide-ranging network to a business that focuses more on the member experience?
Dane Fort: Shifting from breadth to depth means: How do we better understand our members? Do we really need more locations to serve them, or do we need the right products and services to help them achieve their goals?
In the future, we may have fewer clubs, or perhaps more, but that's not the focus. The focus is on how to consistently bring health, happiness, and hope to our members, and help them achieve the goals that led them to us in the first place.
A company that has been around for 20 years like ours will go through many adjustment cycles. Sometimes there are mergers. Sometimes leases at certain locations end. Sometimes we enter periods of rapid growth. But ultimately, the most important thing is to focus absolutely on the member experience.
Four pillars for the next phase of development.
What changes will California make to its business practices and member experience to realize this vision?
Dane Fort: This is a very ambitious plan. We are undertaking a complete revolution in four areas:
First, we decided to break down the boundaries of a "pure gym." I didn't want California to be just a place for running or weightlifting, but a comprehensive "gateway" connecting exercise, intensive rehabilitation, nutrition, and preventative healthcare . The clearest proof of this is our recent launch of California One Life Thao Dien . This is the first space to integrate the entire healthy living ecosystem in one location, from training areas to intensive rehabilitation, beauty, and physiotherapy services.
The second change was that we stopped competing on floor density and focused entirely on quality. We understood that we couldn't be experts in every field, so we proactively partnered with leading experts. For example, in the field of physiotherapy, we strategically collaborated with the Ho Chi Minh City Rehabilitation and Occupational Disease Treatment Hospital to train our staff.
Thirdly, and this is my biggest concern, is the need for transparency throughout the customer journey. We're completely abandoning the previous "buffet pricing" model and switching to an "à la carte menu." All basic pricing will be standardized across the entire system to ensure absolute transparency.
Ultimately, we leverage the power of technology for individual health. California is investing heavily in data governance technology platforms. By deciphering the 'biological map' through each person's real-world metrics, we will design a personalized, scientifically sound, and safe training plan for them.
From business objectives to long-term value for the community
Concluding the talk, Mr. Dane Fort also shared strategic steps such as establishing the Proactive Healthcare Alliance and the California Community and Urban Wellness initiatives, reflecting the brand's sincere desire to contribute to the overall transformation of the proactive healthcare industry in Vietnam.
This is no longer a race for individual market share, but an open invitation for the entire fitness industry to re-evaluate its core values, shifting from simply providing training spaces to collaboratively solving the long-term quality of life problem for consumers. As businesses work together to build trust based on science and customer experience, the entire market will be elevated to a new, more sustainable and humane standard.
California Fitness & Yoga